British supermarket chain Waitrose has made mainstream news with its latest package labeling—every company’s dream. How? By allowing a 7-year-old to redesign a label for its brand of “brown sauce,” a traditional UK condiment. Having received a letter from young Harry Deverill saying that he did not understand the original label’s illustration and offering his own rendering, Waitrose managing director Mark Price chose to take the youngster up on his offer. The result? A limited-time bottle featuring Deverill’s drawing with the artist’s signature and age. While Waitrose Essential’s original design won the DBA Design Effectiveness Award Grand Prix in 2011, there’s something too sweet to resist in Deverill’s personalized design (and a company willing to go the extra mile for a kid.)

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